“The job you are planning to do after you graduate will not be the same job you will have five years from now. Digital media are growing and changing that fast.”
That’s what Tom Sly, vice president of digital revenue at the E.W. Scripps Co., told a crowd of about 200 students Wednesday, Oct. 28, as a guest of the School of Media Arts & Studies.
Using Scripps as a detailed case study, Sly explained the processes, concepts and challenges of monetizing digital content, emphasizing mobile and passive revenue. He highlighted how Scripps is meeting challenges such as ad blockers as it expands its Internet presence.
As legacy media such as newspapers and broadcast shrink, advertising revenue is steadily declining. Scripps is innovating in the digital sphere, especially mobile, and Sly gave a detailed explanation of how the company’s content-revenue models are creating an exciting future for the company.
Among Sly’s topics was social media’s role in Scripps’s digital revenue, a subject of special interest to the students, most of whom are enrolled in MDIA’s Introduction to Social Media class. The class is a foundation course in the Scripps College of Communication Social Media Certificate, which is housed in the School of Media Arts & Studies.
For more information about the Social Media Certificate, please click here.